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Hasbro, makers of the popular Transformers toys and figures, look set to sue Asus over the name of its latest tablet. Hasbro claims that the Asus Transformer Prime is a copyright infringement and will affect the branding of Hasbro. As the branding is alike one of Hasbro’s most loved characters, it is argued that the name is a violation of their intellectual property and could harm business.
However, the law being used is usually applied to products like adapters such as Asus P52 AC Adapter, Asus Pro50 AC Adapter, Acer U6V AC Adapter, Acer W2V AC Adapter, Asus X61 AC Adapter, Asus B50 AC Adapter, Asus UL80 AC Adapter, Asus Eee PC 900 AC Adapter, Asus Eee PC 700 AC Adapter, Asus N90 AC Adapter, Asus G71 AC Adapter, Asus F9F AC Adapter within the same category, which is clearly not the case here. In addition, the tablet itself does not contain further similarities with the name, design or other features of the series. However, Hasbro is likely to argue that its business may expand further and could clash with Asus in the future.
In a statement after filing the lawsuit, Hasbro wrote that it "continues to aggressively protect its brands and products and the specific actions we are taking today against Asus underscores yet again Hasbro’s willingness to pursue companies who misappropriate our intellectual property for their own financial gain.”